Thursday, May 7, 2015

Wake Up Call – If You Spend It, They Will Come

Wonderful info-graphic on what it takes to succeed with a mobile app.

Download a white paper on the necessity of mobile marketing from here
download our FREE white paper “The Necessity of Mobile App Marketing”. - See more at:

on the truth behind what it takes to be successful with your mobile app. - See more at:
on the truth behind what it takes to be successful with your mobile app. - See more at:
on the truth behind what it takes to be successful with your mobile app. - See more at:

How Brands Can Build Loyalty with 'Surprise-and-Delight' Efforts

Many brands are making customer service tactic, commonly called "surprise and delight," far less
random, and in some cases, it's the driving force behind several nationwide, multimillion-dollar marketing campaigns. 

And for some, surprise-and-delight strategies are serving as the lynchpin in a long-term loyalty strategy that's being installed and leveraged across all consumer touchpoints -- social media, brand-sponsored events, in-store experiences, advertising campaigns, mobile marketing and more. 

Two current and prevalent examples that come to mind involve MasterCard and Bud Light. 

Google Looks to Counter Facebook's Grab for Direct-Response Dollars

For a long time Google has dominated direct-response advertisers' online budgets by being able to
show a direct correlation between clicks on its ads and purchases on brands' sites. But recently Facebook has been making inroads into Google's territory. Now the search giant is pushing back.

On Tuesday, Google announced new ways for advertisers to buy and measure search and display ads based on whether those ads actually lead to product sales, even if those purchases aren't made immediately. The company also unveiled new search ad formats aimed at direct-response advertisers in the hotel, auto and mortgage provider categories.

read more here on Adage

Wednesday, May 6, 2015

Wearable Technology: The Ultimate in Personal Marketing

New wearable technology is giving brands the perfect opportunity for one-to-one marketing.
In these columns we recently discussed digital innovation in the home and how the technology and marketing axis was poised to, hopefully benignly, take over your life. 
How much more intimate could things get? 

The Holy Grail

In the world of personal and relationship marketing, perhaps one more step. 

Your personal ecosystem and that world of electronic, digital, and social tools that you immerse yourself into, creating a digital ecosystem that ultimately defines who you are, what you do, and how you spend your time and money. 

Tapping into this personal ecosystem is the ultimate marketing goal. Being able to influence behavior of the individual and their circle of family, friends, and contacts through the data hands off people create wherever they go and being able to slot messaging and content into the platforms closest to the consumers’ heart, and wallet, is truly one-to-one marketing. 

Consider Your Ecosystem 

Consider the highly personalized, connected world we have all created for ourselves. Everything we do, say, play, view, and more, leaves a vapor trail of valuable personal data to be sucked up, aggregated, modeled, and then used to target content back into our lives. 

These interconnected platforms are all around us.

  • Smartphones: We all work, rest, and play with these little all-seeing supercomputers never out of our reach 
  • Facebook: We pour our hearts out to this and other social platforms, while other customers, sorry your "friends," helpfully signal their affiliation and interests 
  • Wallets: Of course mobile ones; as format wars settle, we will all end up with one, maybe two, wallets through which we will put much of our future spending 
  • Smart Devices: In your home such as your smart TV sensing much of your life and content consumption 
And the new kid on the block is the fitness or activity tracker. 

Getting Really Personal

The latest game-changer is the personal sensing device or fitness tracker that we willingly wear and let track and squawk the most sensitive information about our activities, health, and whole state of being. The big boys are moving into this space. IBM recently announced a move on the use of data gleaned from personal monitoring devices, in partnership with, Apple to launch "new employee health and wellness management solutions." 

Employee management seems to be one of the early adopters with opportunities for companies to optimize their employee health insurance costs. 

Beyond that, the promotional opportunities are perhaps limitless; thirsty, fancy a Coke? Tired, how about a power bar? Been in the sun a little too long, some lotion perhaps? Feel under the weather….I could go on! 

Meet the Super Aggregators

There are the companies that have already staked a claim on you, across many of the facets of your personal ecosystem. They are all household names:
  • Facebook 
  • WeChat /Tencent 
  • Google
  • Apple 
They want to be the gatekeepers to your relationship with the outside world, able to manage who can message you and how you share information across your ecosystem. 

Their ability to aggregate so many aspects of your life gives them huge power. Power for good, to make things better. But also power to control and abuse, hence the growing interest of regulators. 

When you wonder what many of these companies actually sell, the answer is of course, you. 

Implications Everywhere

Technology and Big Brother always sounds a bit scary; taking over and controlling our lives. And we do need to be careful. We do need to ensure that we consciously and willingly only share data with only the most trusted brands and we need to be confident that those brands will really use that data to make our lives better. 

Brands that build caring and trusting relationships will clearly do better. 

It is not all bad. Our ecosystems become so personal and unique to each of us, and ultimately only we, ourselves, can control and manage it. 

Consumers will firmly control the levers on what they want to see, what they want to share, and what and how they want to buy things. With everyone increasingly aware of their own value and the desire by many to exploit that value, the whole approach to how we sell will slowly have to change. 

Personal Commerce

Through our personal super connected ecosystem of social networks, wallets, and omnipresent smartphones, plus a fist full of e-coupons and daily deals, we are better positioned to buy anything we like anytime we like, increasingly, only on the terms that we are prepared to accept. 

Our ecosystem acts as our buying agent, filtering, and shaping the best deals that best meet our better articulated needs. This sort of p-commerce is demonstrated by a simple wish list, put down what you might buy on your wish list and then wait and see what offers you get. Perhaps the e-tailer will persuade your friend to buy it for you, even better! 

P-commerce works both ways. Every day we read of another industry disrupted by a new commercial model, be it Uber for beleaguered taxi drivers or Airbnb for snooty hoteliers. 

Much of this is about creating online marketplaces for things that perhaps would have gone to waste. Not just cars or spare rooms; old shoes, dresses, books, kids’ toys, or even ourselves on sites like Amazon’s Mechanical Turk

The ecosystem becomes our storefront helping us all become e-tailers as well as customers in a world of everyone selling to everyone else. 

A customer inside their ecosystem is increasing in control of their own destiny and we will need to engage, interact, romance and sell on their terms. This is truly customer centric marketing and business. 

Where Now?

As a marketer looking to move toward this customer centricity, where do we go with this, where do we start? 

Some starters:

  • As a brand build trust, love, and devotion in your customers – no one is going to play along if they don’t 100 percent trust you and believe you care about them 
  • Learn – your whole company needs learn about this, it might just change your life 
  • Get your head around data – it is everywhere and there is more than you can imagine. The buzzword is "big data" but don’t even go there until you can manage the "little data" 
  • Learn how to really market through the super aggregators – they may not be the whole solution but they will be part of it and it’s a new skill set
  • Practice getting personal – use the data to make your relationship with your customers better make them love you 
  • Look at your data privacy policy – it is probably out of date and understand regulatory or industry practices in your market 
  • Do stuff – get things out the door, start getting personal with customers, test, and learn 
  • Don’t worry if it does not always work out – if your customers love you, they will also forgive you 

Tuesday, May 5, 2015

Mobile to Represent More Than 11% of U.S. Local Media Revenue by 2019

A new study from BIA/Kelsey shows that local media spend is steadily shifting toward digital, with mobile representing 11.5 percent of overall ad revenue by 2019.
Mobile advertising continues to grab local marketing dollars, as a new study from BIA/Kelsey estimates that by 2019 the channel will account for 11.5 percent of total local ad revenue.
The research company's study, U.S. Local Media Forecast 2015, shows that local ad spend is continuing to shift toward digital media in general, which will account for 35.4 percent of overall ad spend in 2019, compared to 23.2 percent in 2015.
In terms of dollars spent, BIA/Kelsey predicts that location-targeted mobile ad revenue (ads on tablets are excluded) will climb from $6.7 billion in 2015 to $18.2 billion in 2019, representing a compound annual growth rate of 28.5 percent.
This will make mobile the fourth largest local media in 2019, falling behind direct mail (23.6 percent), over-the-air television (13.7 percent), and pure-play online (12.9 percent).
The study explains that the uptick in location-targeted mobile ad revenue can be ascribed to both national advertisers and small to medium-sized business (SMB) adoptions. For example, more and more national advertisers started leveraging local mobile ad tactics such as geo-fencing and click-to-map. And a growing number of SMBs are tapping into mobile ad tools like Google AdWords and Facebook.
Additionally, innovation among ad networks and tech companies like Google will further accelerate the growth of location-targeted mobile ads, says the study.
BIA/ Kelsey's study follows the release of the Interactive Advertising Bureau’s (IAB) annual revenue report, published just yesterday. The research shows that mobile ad revenues soared to $12.5 billion in 2014, representing a 76 percent increase – up from $7.1 billion - since 2013. This figure is just part of a burgeoning digital advertising industry, which grew by 16 percent to $49.5 billion in sales last year.

China’s Digital, Social and Mobile, 2015 Trends

11 Trends That Are Changing the Marketing World

10 Digital Marketing Trends

Neil Patel in a recent article in Forbes highlighted the following key trends what are impacting digital
marketing of the day:

1.  Stop relying on Google.
2.  Mobile. Just mobile.
3. Social conversion is coming.
4. New payment methods are on the rise.
5. Paid advertising is here to stay.
6. Marketing automation becomes de rigueur. 
7. Content creators are more necessary than ever.
8. The algorithm will change. And change again.
9. Conversion optimization has high ROI.
10. Growth hacking will continue to evolve.

Read the full article here.

Brands to Spend More on Original Digital Video But Worry About Its ROI

A joint study from DigitasLBi and the Interactive Advertising Bureau (IAB) shows that brand marketers will invest more in original digital video content in 2015 and beyond, but cost, quality, and measurement are the biggest challenges they face.
Brands are looking to leverage original digital video content to drive consumer engagement, but they are concerned about return on investment (ROI) and the quality and measurement of the ad format, according to a new study released at the DigitasLBi NewFront presentation.
The qualitative study, "Content Revelations," from DigitasLBi and the Interactive Advertising Bureau (IAB) and conducted by media market research firm Advertiser Perceptions, found that two-thirds of marketing and advertising executives interviewed believe that original digital video will become as important as original TV programming in the upcoming three to five years.
"Storytelling is the driven force of the evolution of marketing," said Scott Donaton, chief content officer for DigitasLBi North America, at the agency's NewFront presentation. "The power of story to change the world is what the NewFronts are all about: how original digital video storytelling is transforming the way you connect, the way you move audiences, the way you deliver messages, the way you communicate who we are and what you stand for."
As a result, 64 percent of marketing executives plan to raise their digital video content ad spend this year. And original content will represent 42 percent of the total video spend, up 5 percent from 2014, according to the study.
However, marketers face several challenges when shifting their ad dollars toward original video content. The cost of producing original video content seems to be the biggest obstacle, as 54 percent of marketing and advertising executives cited in the study are concerned about the ROI of this ad format, followed by quality (45 percent) and measurement (41 percent).
"We're thrilled that marketers recognize original video content as a powerful medium for storytelling. Obviously we agree. As with any maturing medium, there are challenges," Donaton tells ClickZ. "'Content Revelations' surfaced three of them: cost, quality, and measurement. While there is not one solve-in-a-box, there are different approaches that can help tackle them. One prominent and viable option is to have separate content marketing dollars, and related, distinct standards of measurement."
The study is based on one-on-one 45-minute interviews with senior-level digital video decision marketers across the automotive, consumer package goods (CPG), financial services, pharmaceutical, and retail sectors. To learn more, you can request the study from DigitasLBi or the IAB.